Amazon Auto-Upgrades All US Fire TV Devices to Alexa Plus, Making Generative AI the Default

Starting August 19, 2026, Amazon will automatically upgrade all US Fire TV owners to Alexa Plus — the company's generative AI assistant — at no cost, with no opt-in required. The rollout spans Fire TV Sticks, Cubes, Ember smart TVs, and third-party sets from Panasonic and Hisense. Alexa Plus previously required a $19.99/month subscription or Prime membership.